jwt anxietyindex: post-riot u.k. (august 2011)

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This AnxietyIndex study highlights quantitative research in the U.K. conducted in the wake of the riots there in August 2011. The survey, which polled 290 British adults, examines their anxiety levels and drivers, both broadly and as they relate specifically to the riots. It also looks at whether the riots have changed perceptions of those brands that were affected by the looting and that aided in the cleanup, and points to how brands might help to address the root cause of the problem.

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Luxury_PPT_04.qxd

ANXIETYINDEXPOST-RIOT U.K.

AUGUST 2011

AGENDABackground and Methodology .............................................................. 3

Are Brits feeling anxious? ...................................................................... 4

Whats driving anxiety in the U.K.? ...................................................... 7

The RiotsCauses .................................................................................. 14

The RiotsAftermath .............................................................................. 22

The RiotsBrands and Social Media............................................................ 33

2

BACKGROUND ANDMETHODOLOGYFor the latest installment of AnxietyIndex, JWT examined attitudes and behaviorsfollowing the August riots in London.

Survey conducted using JWT SONARTM, our proprietary online research tool.

Data collected in August 2011.

290 adults aged 18+, living in the U.K.

Data are weighted by age and gender.

3

ARE BRITS FEELINGANXIOUS?

4

5

Anxiety in the U.K. has been on the rise since June 2010.

Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would yousay you currently are?

90

80

70

60

50

40

30

20

10

0

Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011

7471 73 73

74

65 61 63

2629 27 27 26

3539 37

% Nervous/Anxious % Not Nervous/Anxious

33

67

6

The percentage who are very anxioushas reached a two-year high.

Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would yousay you currently are?

30

25

20

15

10

5

0

12

15

17

1516

911

9

% Very Nervous/Anxious

13

Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011

WHATS DRIVINGANXIETY IN THE U.K.?

7

8

ANXIETYINDEX MAP

SAFETY/SECURITY ECONOMIC

SAFETY/SECURITY ECONOMIC

FURTHERFROM

HOME

CLOSERTO

HOME

FURTHER FROM

HOME

CLOSERTO

HOME

Political Leadership

State of Economy

Cost of Health Care

Cost of Living

Potential Military Hostilities

Current Military Hostilities

Job SecurityCrime

Threat ofTerrorism

9

Current MilitaryHostilities

Threat of Terrorism

Quality ofHealth Care

Crime Job Security

Cost of Living

Political Leadership

Potential Military Hostilities

State of Economy

700

600

500

400

300

200

100

0

Economic factors are driving anxiety, to an evengreater extent than in November 2010.

August 2011November 2010

AnxietyIndex: % who are nervous or anxious/% who are not

Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.

10

Governments Budget Deficit

The Stock Market

Bank Failures

Gasoline Prices

Food Prices

Unemployment Rates

Natural Disasters

The War in Iraq

The Housing Market

Quality of Products from China

NationalInfrastructure

The War in Afghanistan

Impact of Global Warming

Global Pandemics

Safety of theFood Supply

350

300

250

200

150

100

50

0

Concerns about the stock market, unemploymentand especially gasoline and food prices have risen.

August 2011November 2010

AnxietyIndex: % who are nervous or anxious/% who are not

Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.

11Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would you say

you currently are?

People dont see the economy improving in the near future.

Food prices

The cost of living

Petrol prices

Unemployment rates

The state of the economy

Military hostilities around the world

The current political leadership in your country

Potential military hostilities around the world

The stock market

The state of the national infrastructure

The governments budget deficit

The threat of terrorism

The quality of health care

The rate of crime

The housing market

Bank failures

Global pandemic diseases

Job security

Safety of the food supply

WORSE BETTER

August 2011November 2010

-54-55-54

-53-51

-65-43-43

-33-28-28-28

-25-21

-24-31

-22-8

-20-25

-19-20

-17-25

-16-17

-15-19

-14-22

-11-10-9

-11-8

-15-8-7

12

Slightly more people feel the recession has had a great impact on them vs. 2010

1 2 3 4 5 6 7 8 9 10Hasnt Has

impacted impactedme at all me a great

deal

No Impact Great Impact

On a scale of 1-10, where 1 means tough economic times havent impacted me personally at all and 10 means tough economictimes have impacted me personally a great deal, how would you rate yourself?

August 2011November 2010

50% ofrespondents

reported a scorebetween 7-10 in2011 compared

to 44% in 2010

13

and many are unsure when the economy might begin to improve.

When will the economy start to get better?

I never It has already It will start It will start It will start I have no ideaconsidered the started to to get better to get better to get better when it will

country to be get better this autumn next year in 2013 or get betterin a recession (2011) (2012) later

When, if ever, do you think the economy will start to get better?

2%8% 6%

20% 23%

40%

90

80

70

60

50

40

30

20

10

0

14

SOURCES OF ANXIETY: THE RIOTSCAUSES

15

Disgust and shock were common initial reactions to the recent rioting.

One word to describe your first feelings about the riots

What one word would best describe your feelings at that time? Which of the following comes closest to your views when youfirst heard about the riots?

64% said they were very

or a littlesurprised

when they firstheard about

the riots

16

The rioters looting is seen as a worse crime than the falsification of expense claims by MPs.

Which do you see as a more criminal act?

Looting of shopsby rioters

Which is more criminal?

59%

41%Falsification ofexpense claims by British MPs

17

Decline in respect for others

Gang culture

Criminality

Bad parenting

Unemployment

Failure of authority

Poor education

Boredom

Inequality within British society

Culture of being on the take

Consumerism

Cuts in funding for youth services

Poverty

Police failures

Influence of rap-grime music

69%

68%

63%

62%

43%

43%

43%

41%

35%

33%

29%

29%

28%

22%

13%

While people see multiple factors as causing the riots, they are more likely to blame things

individuals are responsible for (e.g., bad parenting)than societal factors like poor education.

Which of the following, if any, do you feel are the main root causes of the riots and unrest on the streets of Britain?

What are the main root causes of the riots?

18

Parents & guardians

The British government

Young people in general

Social networks

The media

The police

Schools/educational establishments

Local councils

Advertisers

Brands

57%

35%

34%

31%

25%

19%

17%

10%

8%

Parents are being blamed for the riots, to a muchgreater degree than the government

And on which of these, if any, would you assign blame for the riots?

Who do you think is to blame for the riots?

6%

41%

36%

30%

30%

22%

20%

18%

13%

13%

8%

69%

31%

37%

10%

24%

37%

6%

2%

21%

10%

Parents & guardians

The British government

Young people in general

The police

The media

Social networks (i.e., Twitter, Facebook, Blackberry)

Local councils

Brands

Schools/educational establishments

Advertisers

The young also blame the police, while the oldergeneration hold social networks partly responsible.

55%

19

40%

35%

21%

30%

30%

7%

4%

14%

5%

Who do you think is to blame for the riots?

Age18-3435-49 50+